Who is your customer
If you own a business, you are constantly wondering how do you get new eyeballs to your business. You are constantly fretting over getting more leads. We will get into multiple ways of getting more leads below but before you do that, ask yourself if you’ve defined your target audience.
You ask why should you limit your audience instead of throwing a wider net? If you say your audience is everyone, you are reaching noone!
Think of a simple example. If you are photographer and as you know photography skills can be applied to wide variety of photography projects such as wedding photography, maternity photography, still shots, potrait shots. Jane who is a photographer might decide to cast a wider net and list all kinds of photography that she can possibly do and think this will help showcase her skills. Now think like a customer. If you want to hire a wedding photographer are you going to go to a specialist or a someone who can do it all?
This is what Jane needs to do. If she wants to attract wedding projects, she needs to promote herself as an expert on weddings. Her website and her social platforms need to showcase that. She needs to think about if she wants to work locally and how far is she willing to travel and target audiences accordingly. You can target audiences via facebook and google ads within a certain radius of a zip code.
We all want to deal with a certain “type” of customer. Think about that interaction and what it looks like. Make you ad represent who you are and what you value in your business so that you attract the right kind of people. You spend time and dollars with your marketing campaigns. Reach the audience you want. Make the dollars work for you. Every time you share an ad or a post with someone who is not your audience, its wasted spend. There is no exact science and you will not get a 100% target here but you will get closer to the goal than reaching everyone and in effect reaching no-one. So, take a minute and write down who your target audience is. Describer your audience. Every company I worked for whether it was National Geographic, AOL or Washington Post, we always talked about personas and it is totally applicable to any sized business. Think about your customer personas. You can also read more here.
Jane might say:
Kate is 30 yrs old.
She is excited about meeting the love of her life.
She is successful in her career and is looking forward to starting a new life.
She is most likely buying a home within the next 12 months and……
Visualize it, write it out and define it. Feel free to reach out via email at herhandshake@gmail.com or share your questions/comments below.